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Consumer Behavior in Services: Mcgraw-Hill © 2000 The Mcgraw-Hill Companies

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Alissa Barnes
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5 views

Consumer Behavior in Services: Mcgraw-Hill © 2000 The Mcgraw-Hill Companies

Uploaded by

Alissa Barnes
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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1

SM Chapter 2

CONSUMER BEHAVIOR IN SERVICES

McGraw-Hill McGraw-Hill

20002000 The McGraw-Hill Companies The McGraw-Hill Companies

SM

The Customer Gap

Expected Service
GAP

Perceived Service

Part 1 Opener McGraw-Hill

2000 The McGraw-Hill Companies

SM

Consumer Evaluation Processes for Services


Search Qualities attributes a consumer can determine prior to purchase of a product Experience Qualities attributes a consumer can determine after purchase (or during consumption) of a product Credence Qualities characteristics that may be impossible to evaluate even after purchase and consumption

McGraw-Hill

2000 The McGraw-Hill Companies

SM

Figure 2-1

Continuum of Evaluation for Different Types of Products


Most Goods Most Services
Difficult to evaluate

Easy to evaluate

High in search qualities


McGraw-Hill

High in experience High in credence qualities qualities


2000 The McGraw-Hill Companies

Possible Levels of Customer SM Expectations

McGraw-Hill

2000 The McGraw-Hill Companies

SM

McGraw-Hill

2000 The McGraw-Hill Companies

SM

Categories in Consumer Decision-Making and Evaluation of Services


Use of personal sources Perceived risk

Information Search

Evaluation of Alternatives
Evoked set Emotion and mood

Purchase and Consumption


Service provision as drama Service roles and scripts Compatibility of customers
McGraw-Hill

Post-Purchase Evaluation
Attribution of dissatisfaction Innovation diffusion Brand loyalty
2000 The McGraw-Hill Companies

Figure 2-3

SM

Categories in Consumer DecisionMaking and Evaluation of Services


Information Search
Use of personal sources Perceived risk

Evaluation of Alternatives
Evoked set Emotion and mood

Values and attitudes

Culture

Manners and customs Material culture Aesthetics Educational and social


institutions

Service provision as drama Service roles and scripts Compatibility of customers


McGraw-Hill

Purchase and Consumption

Attribution of dissatisfaction Innovation diffusion Brand loyalty


2000 The McGraw-Hill Companies

Post-Purchase Evaluation

SM

Global Feature: Differences in the Service Experience in the U.S. and Japan Authenticity Caring Control Courtesy Formality Friendliness Personalization Promptness
2000 The McGraw-Hill Companies

McGraw-Hill

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